Volume 9 Issue 15

Professional social media platform stakes claim on connected TV ad inventory

The DL: LinkedIn has entered a partnership with NBCUniversal to extend its advertising reach into connected TV platforms like Peacock, Paramount, Roku, and Samsung Ads. This move allows B2B brands to leverage LinkedIn's first-party data for targeted advertising to professional audiences on the big screen. With the connected TV market expected to exceed $29 billion in the U.S. this year, this collaboration highlights the growing importance of targeted advertising in the evolving digital landscape. Advertisers can now access premium ad inventory programmatically, tapping into LinkedIn's extensive user base and finely-tuned targeting capabilities.  

Joint Industry Committee members conducted more than 670 tests to ensure data produced was transactable across specific currency uses.

The DL: Comscore and VideoAmp have been certified as currencies for advanced audiences and household measurement by the U.S. Joint Industry Committee (JIC), while iSpot.tv awaits full certification. Both certified companies were identified by the JIC as needing improvements in person-level measurement. The certification process involved extensive testing and analysis of data transactability across various currency uses. While the participation of Nielsen in future certifications remains uncertain as it focuses on other accreditation processes, industry observers eagerly await its decision. Efforts are underway by Comscore and iSpot.tv to enhance their measurement capabilities to meet industry standards, reflecting a commitment to continuous improvement and responsiveness to market needs. 

The DL: This move mirrors Instagram's original concept and signifies TikTok's shift towards replicating Meta's features. Despite previous experiments with a photo app, TikTok is now seemingly doubling down on this concept, potentially in response to Chinese market trends and looming regulatory challenges. However, the success of this venture remains uncertain, with skepticism about user interest in another photo-sharing platform. Nonetheless, TikTok's parent company, ByteDance, seems committed to exploring various avenues for expansion, including separate eCommerce and music platforms. 

It’s critical—and a challenge—for the measurement industry to implement first-party data

The DL: Nielsen wants to improve how it tracks streaming viewership. The company realizes that more and more people are watching shows and movies on streaming platforms like Netflix and Hulu instead of traditional TV. To get better data, Nielsen wants to directly collect information from these streaming platforms about how people are watching. They believe this will give them a clearer and more accurate understanding of what shows are popular and who is watching them. By using this "\first-party data, Nielsen hopes to provide more helpful information to advertisers, TV networks, and streaming companies. This data could help them make better decisions about what shows to create, how to target ads, and how to improve the overall streaming experience. Ultimately, Nielsen wants to keep up with the changing ways people watch TV and provide the most reliable measurement tools for the streaming industry.